Jaisri Chety

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Jaisri Chety
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Participate

• This is a highly interactive session request all
  of you to participate with questions, challenges
  solutions

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Web Analytics 1.0

• Click Stream data
• Visits
• Visitors
• Geo Targeting
• Average time spent
• Funnel conversion
• Landing page optimization
• Conversion rates.

In Brief we were looking at the What, When
where questions
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What did we miss?
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Advent of Web 2.0

• User generated content
• Content distribution through Rss Xml
• Rich internet applications
• Non traditional browsers like iPhone, BlackBerry.

KPIs sans insight

• Demand for more insights rather than
  aesthetically presented numbers/ Ratios.
• Achieving marketing ROI with onsite optimisation
  behavior targeting

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Change in how Web Analytics is perceived by SEM
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Large gap in off-site and on-site spending
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On-site engagement determines conversion success
Off-site Marketing Spending
Critical Engagement Layer
On-site Experience Determines Conversion Rate
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How automated 1 to 1 targeting works
Visitor arrives at your website

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If we could answer a few questions, we could
determine what page to serve to each customer
What is this visitor doing now? What have they
done before?
Where is this visitor Located? What is their
online experience like?
Offline Customer Variables
How did this visitor arrive here? Have they
already expressed what they want?
When is this visit occurring? How frequently
recently have they visited?
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What data is used to select the relevant offer?
Offline Customer Variables
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Lloyds TSB Initial Page

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Profile A
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Profile B
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Profile C
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Profile D
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Targeting on the secure logoff page
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Temporal targeting
315 PM
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145 AM
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Why Web Analytics 2.0

• is the inevitable response to the changing
  Internet
• A reflection that
• Page views are becoming less relevant as a
  fundamental measure on some sites
• Quantitative data alone doesnt tell us enough
  about visitor engagement
• The browser wars are starting over again, this
  time on mobile devices
• Available reporting mechanisms are increasingly
  inadequate
• The nature of measurement is changing rapidly

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Web Analytics 2.0 is

• the analysis of qualitative and quantitative data
  from your website and the competition,
• to drive a continual improvement of the online
  experience that your customers, and potential
  customers have,
• which translates into your desired outcomes
  (online and offline).

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Arrive at Insight

1. Clickstream Typical web analytics.
2. Multiple Outcomes Analysis All those objective
   outcomes need to be measured to see if the site
   is really driving the desired outcomes.
3. Experimentation Testing In its simplest
   form, this means A/B testing the design of your
   website, including text, graphics, buttons,
   banner ads, everything. 
4. Voice of the Customer The results can be tied
   back to analytics data and may reveal customers
   true motivations.
5. Competitive Analysis Your competitors may be
   running campaigns or launching products/features
   that are impacting your sites performance (could
   be either up or down).

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Customer Experience Management

• The core value of CEM systems is the ability to
  capture and report on every interaction a visitor
  has with a site.
• It is highly diagnostic as it helps to determine
  whether the abandonment was audience or
  application related.
• Pinpoints the true source of the problem

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Customer is still the king

• Hence understanding the customer/ visitor
  behaviour through both quantitative qualitative
  ways are critical.
• Tools such as CEM, VOC Click Stream give us a
  complete view of our customer behaviour.

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Web 3.0

• The real problem we would all eventually face is
• Web 3.0 will be about mobile computing
• All the same problems
• On smaller screens
• With different usability challenges
• Potentially without JavaScript and cookies
• But Web 3.0 will create unique opportunities
• Every request for information could be tied to a
  good unique ID
• Every request for information could be coupled
  with a geographic location

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Web Analytics 3.0

• Some new questions well be able to ask with Web
  Analytics 3.0!
• Which of our stores was the visitor in or near
  when they came to our site?
• What offers do we have in the visitors
  neighborhood at work or at home?
• Can the visitors location or demographic profile
  be used to disambiguate search?
• Which ads work best based on the visitors phone
  browsing platform and time of day?
• What message would be most appropriate given time
  of day, geographic location, and observed visitor
  behavior?
• Web 3.0 will bring advertisers and marketers
  closer than ever to their customers
• And how will we help them take advantage of these
  new opportunities

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Source

• Improving Customer Acquisition through Analytics
  - Brent Hieggelke
• CUSTOMER EXPERIENCE MANAGEMENT ND WEB ANALYTICS
  From KPIs to Customer Transactions - Eric
  Peterson
• Multiplicity Succeed Awesomely At Web Analytics
  2.0! - Avinash Kaushik

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Questions

• I would also cover the 3 step changes in detail
  in my blog - web-scapes.blogspot.com
• If you want any clarification or want to post
  questions on the same please feel free to post it
  as comments in the blog as above or mail me at
  jaisrichety_at_gmail.com

Thank You